Rebranding Coldwell Banker Burnet

Architects, attorneys, accountants, realtors and other service professionals trust Maccabee Group to attract new clients and strengthen their brands. Consider Burnet Realty, which hired Maccabee Group just 21 days before it participated in the largest residential real estate merger in U.S. history - joining forces with New Jersey-based NRT, Inc.

Maccabee Group coordinated all media relations for the historic merger and then handled ongoing communications to benefit its 34 branch offices and 2,000 sales associates. Upon its rebranding as Coldwell Banker Burnet (CBB), the company relied on Maccabee Group for TV, Internet and print publicity. Working with upper management, the agency:

Placed human interest articles about a deaf CBB realtor who helped the hard-of-hearing community deal with the complexity of buying a home, a Japanese-American realtor who shot to $6.5 million in sales even though she began selling when she barely spoke a word of English, and a courageous African-American realtor who fought cancer and survived having a lung removed to become a top-selling agent.
Secured Q and A interviews with CEO and President Ralph Burnet and Robin Peterson to highlight the new Coldwell Banker Burnet brand and introduce new services, such as corporate relocation.
Generated positive coverage in Broker-Agent and other trade publications.
Offered crisis communications, realtor training on media relations/marketing and trade show support.

The results? Coldwell Banker Burnet broke records, topping the Twin Cities market in housing sales.

"Maccabee Group provided me with everything I wanted from a PR agency," said Leonard MacKinnon, SVP-marketing and communications. "That included intelligent counsel for communications planning and crisis communications, successful media placement efforts and access to a variety of creative, talented people for every task - from the most routine to the most challenging."

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